Smiffys inks partnership with True and The Rainbow Kingdom

Published on: 13th August 2021

Smiffys has announced a partnership with Guru Studio and Brand-Ward Services to create costumes for the hit pre-school animated series.

The new licensed children’s collection is based on the popular True and the Rainbow Kingdom series, which has four seasons available internationally via the streaming service, Netflix. True and the Rainbow Kingdom follows the adventures of True and her sidekick, Bartleby the cat, as they aid the fantastical citizens amongst the delightfully colourful Rainbow Kingdom. Aimed at helping guide children through life’s adventures, the heroines demonstrate how to incorporate empathy, imagination, and mindfulness into everyday problems.

True to its ethos of providing value for money, innovative and fun designs for customers who love to stand out from the crowd and celebrate in style with a sense of humour, Smiffys will bring the magic of imaginative play to life with a range of realistic, fun dress-up costumes based on the adventures of True and Bartleby from the series. The company is proud to design all its costumes and accessories in-house in the UK.

“This is an exciting opportunity for Smiffys to build on our award-winning children’s licensed costume portfolio with these adventurous characters”, said Dominique Peckett, director at Smiffys.

“We’re looking forward to working with the talented and well-recognized team at Smiffys,” added Jonathan Abraham, VP of Sales & Business Development at Guru Studio. “We can’t wait to see kids all across Europe dressed up as True and her friends.”

Trudi Hayward, co-founder of Brand-Ward Services, which is the exclusive licensing agent for the series, said: “We are thrilled to be partnering with Smiffys across Europe in the dress up category, as it is an extremely dynamic company in this category. Smiffys will be joining a number of other True and the Rainbow Kingdom licensees who will be launching products in early 2022.”



Hornby welcomes Frasers Group as strategic shareholder

Toymaster looks forward to busy May Show

British businesses facing delays after Red Sea attacks

Friday Blog

Do the right thing … it’s the Friday Blog!

Moonbug and IMC announce strategic partnership

Check out the latest roles added to Toy World’s recruitment section

Heathside Trading signs licence agreement with Molang

Hey Hugo welcomes Richard Hawkins as Sales director

Get involved in Toy World’s April Pocket Money & Collectibles feature

All About Games celebrates third anniversary